How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix

Huang, Rong; Sarigöllü, Emine

doi:10.1007/978-1-4939-0277-4_8

Cited by 183 publications

(196 citation statements)

References 26 publications

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“…Brand awareness, or how well a brand is known and how strong is a brand presence is in the consumer's mind (Aaker, 1996), is an important concept in the marketing management literature (Homburg et al, 2010;Huang and Sarigöllü, 2012). Moreover, brand awareness influences the purchase decision process (Keller, 1993).…”

Section: The Relevance Of Brands In the B2b Purchasing Processmentioning

confidence: 99%

Determinants of brand relevance in a B2B service purchasing context

Gomes

Fernandes

Brandão

2016

Journal of Business &Amp; Industrial Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Determinants of brand relevance in a B2Bservice purchasing context Mariana Gomes, Teresa Fernandes and Amélia BrandãoFaculty of Economics, University of Porto, Porto, Portugal Abstract Purpose -Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants. Design Methodology/approach -A research model was developed to explain brand relevance when compared with other decision factors in a B2B context. Based on the frameworks developed by Zablah et al. (2010) and Mudambi (2002), the model considers the purchase situation, decision-maker characteristics and firm size as determinants of brand relevance in the decision-making process. One of the most prominent Portuguese construction groups, which comprised three companies, was chosen for the sample of this study. Data were collected through a self-administered, online, cross-sectional survey, resulting in a convenience sample of 87 decision-makers. Findings -Findings suggest that attributes related with brands matter even in B2B rational decision-making processes. However, brands are not important to all organizational buyers or in all situations. Different purchase situations and decision-maker characteristics proved to have an impact on brand relevance, namely, brand reputation, prior purchases and brand awareness. Only firm size was not confirmed as a determinant of brand relevance in the B2B purchasing process. Originality/value -B2B brand research is scarce, especially for industrial services. By investigating the determinants of brand relevance in a B2B purchasing context, namely, in a construction services setting, this study contributes to bridging this literature gap. Moreover, the few studies on the subject have been largely descriptive in nature and managerially oriented, while this investigation emphasizes hypothesis testing through a proposed research framework. Also, in managerial te...

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Section: The Relevance Of Brands In the B2b Purchasing Processmentioning

confidence: 99%

Determinants of brand relevance in a B2B service purchasing context

Gomes

Fernandes

Brandão

2016

Journal of Business &Amp; Industrial Marketing

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“…Furthermore, in their studies, they defined brand awareness as ability of a customer to recall a particular brand as a member of product/service category. Brand awareness is considered the most important aspect of brand equity (Huang & Sarigöllü, 2012).…”

Section: Interrelationship Of Service Quality and Brand Awarenessmentioning

confidence: 99%

Brand equity in the Pakistani hotel industry

Ishaq¹,

Hussain²,

Asim³

et al. 2014

Rev. adm. empres.

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Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regression analyses were applied for investigation of study hypotheses. Results pointed out positive and significant influences of service quality on all other dimensions of brand equity whereas partial mediations were endorsed among the variables. Researchers and practitioners implications are discussed.KEYWORDS | Service quality, brand loyalty, brand equity, hospitality industry, Pakistan. RESUMO O valor da marca é considerado o aspecto mais importante da marca, que é um conjunto de responsabilidades e ativos das marcas, seu símbolo ou nome que subtraem de ou adicionam o valor fornecido por um produto ou serviço para uma empresa e clientes. Dessa forma, o esforço da pesquisa atual foi identificar a inter-relação das dimensões de valor da marca baseadas no cliente (reconhecimento da marca, fidelidade à marca, imagem da marca e qualidade do serviço) na indústria hoteleira paquistanesa. Os dados foram coletados de 821 consumidores que experimentaram os serviços dos hotéis cinco estrelas paquistaneses de vários locais. Mediar a regressão e as análises de regressão em etapas foram aplicada para investigação das hipóteses do estudo. Os resultados apontaram as influências significativas e positivas da qualidade do serviço em todas as outras dimensões do valor da marca, enquanto as mediações parciais foram aprovadas entre as variáveis. As implicações dos pesquisadores e profissionais são discutidas. PALAVRAS-CHAVE | PALABRAS CLAVE |

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“…Although alternative brand equity measures have been proposed, a systematic investigation of them is lacking (Keller & Lehmann, 2006). Although, several brand equity measures have been proposed in the literature, a comparative assessment of their characteristics and performances is lacking (Huang & Sarigollu, 2012). According to a view, brand equity is an "elephant".…”

Section: Evaluation Of Technical and Brand Criteriamentioning

confidence: 99%

A Research on QFD-“House of Brand” in Fashion Industry

Kabukçu¹

2016

CBR

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Fashion continues to be an area that reflects the increasing popularity of different theoretical and practical approaches of researchers from different disciplines. Due to the rapid cycles of fashion, sustainable products and processes in terms of technical creativity and innovative approach are needed. In this context, fashion marketing emerges as an integrative marketing application with its both technical and social aspects by taking potential customers center that symbolize rapid change and creativity of fashion products. In this study, QFD-House of Brand was designed with Quality Function Deployment (QFD) approach. In this context, the experts (focus group) in Fashion Industry evaluated the selected fashion brand and its selected products by prioritizing the criteria. These evaluations were used in QFD-House of Brand. Thus, technical and social aspects of fashion industry were analysed together. By this technique, QFD-House of Brand established in relation to products and brand was interpreted and optimization suggestions were presented in accordance with the findings of the research. In addition, suggestions on sustainability and optimization of brand equity in fashion industry were provided.

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How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix

Cited by 183 publications

References 26 publications

Determinants of brand relevance in a B2B service purchasing context

Determinants of brand relevance in a B2B service purchasing context

Brand equity in the Pakistani hotel industry

A Research on QFD-“House of Brand” in Fashion Industry

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